Initially given away in Happy Meals in the U.K. Abigail Moss, the National Literacy Trust's deputy director, believes that Roald Dahl is the perfect author to bridge a connection between parents and their children. "Many parents will have enjoyed the wonderful world of Roald Dahl when they were young and now they'll be able to share these iconic stories with their children," she says in a press release. "The scale of the campaign will reach millions of children, including many who haven't owned a book before, inspiring them to enjoy reading and improving their life chances." After millions of Dahl's books are distributed, hopefully his sense of magic and curiosity will have infected a new generation.

• McDonalds ~ ROALD DAHL (Happy Meal) BOOK ~ 2016
• Title: Magical Mischief
• Illustrated by Quentin Blake
• Given away initially only in the U.K.
• Miniature Book that measures -- Approx. 4" x 5" // Approx. 1/8" thick

McDonalds ~ ROALD DAHL (Happy Meal) BOOK ~ 2016McDonalds